The working paper “Corporate Reputation Through the Lens of Artificial Intelligence”.

Maria Luisa De Petris, founder of Aurelian Lab, has published the working paper “Corporate Reputation Through the Lens of Artificial Intelligence”, subtitled “Symphonic Reputation, evidence governance and human relationships in the age of conversational assistants”. It is open access on Zenodo; the Italian version is available on request.

The starting point is a concrete question: when an AI assistant describes a company inaccurately, what can legitimately be concluded? The answer may point to a problem in the organisation, a gap in public information or an error in the system, and only a comparison with independent sources can tell them apart.

The paper separates visibility, representation and reputation, discusses AI as a diagnostic lens and as an intermediary in supplier choice, and integrates the Aurelian Watch 2026 Observatory data on 50 Italian companies. For CEOs and Communication Directors it sets out five responsibilities, from aligning statements and behaviour to investing in direct encounters.